全面品牌管理:服务品牌管理的新视角

将传统产品品牌管理理论直接应用于服务品牌化实践的做法一直备受学界质疑，研究适应服务品牌化的相关理论成为学界关注的焦点。通过对国内外服务品牌化的文献研究，总结了服务品牌的特点，分析了服务品牌化面临的挑战，归纳了服务品牌全面管理的主要内容。研究认为，相较于传统产品品牌，服务品牌具有体验属性、关系属性和公司属性等特点；服务品牌化面临品牌一致性和品牌可控性等方面的挑战，而全面品牌管理是克服服务品牌化挑战的有效策略；全面品牌管理涉及整体性的品牌组织、全员性的品牌参与、全程性品牌管理、一致性品牌沟通和全效性品牌考评。研究结果表明，服务品牌管理应该树立品牌导向观，变革原有基于产品品牌的管理体系，从而建立适应服务品牌化的全面品牌管理体系，这是服务品牌化理论发展的新方向，也是服务企业品牌管理实践的新思路。

Comprehensive brand management: a new perspective of service brand management

The practice of applying traditional product brand management theories directly to service branding practice has long been questioned by academic circles. Therefore，the study of relevant theories of adaptive service branding has become the focus of academic circles. By studying the literature of service branding at home and abroad，this paper summarizes the characteristics of service brand，analyzes the challenges faced by service branding，and summarizes the main contents of service brand comprehensive management. The research results show that compared with traditional product brands，service brands have the characteristics of experience attributes，relationship attributes and corporate attributes. Service branding faces challenges in terms of brand consistency and brand controllability，and comprehensive brand management is an effective strategy to overcome the challenges of service branding. Comprehensive brand management involves holistic brand organization，full staff brand participation，whole process brand management，consistent brand communication and full effect brand evaluation. The research believes that service brand management should entail a brand oriented outlook，transform the existing management system which is based on product brand，and establish a comprehensive brand management system that adapts to branding needs. This provides direction and basis for the theoretical development of service branding，and also puts forward new ideas for the practice of service companies’ brand management.